from the Wall Street Journal article by Elizabeth Holmes
When Godiva wanted to get people to eat more chocolate, it had an 85-year brand history to overcome.
People think of Godiva chocolate as a special occasion gift or treat. They are used to choosing one piece out of the signature gold box. To increase sales, Godiva needs to make its product an everyday pleasure.
One way Godiva is increasing sales is to sell in more locations. You now see Godiva chocolate on grocery store shelves. Another way is to introduce individually wrapped chocolates for sharing and “self-treating.” Finally, Godiva is offering more flavors, fillings, and forms.
Products such as wrapped squares of solid chocolate that fail to sell are being phased out.
Through the expansion, Godiva is maintaining its high-end position on the price scale.